Dustin Martin reunited with twin brother ‘Rusty’ in content series for Bonds
Bonds has launched a sitcom mini series following Richmond Tigers star Dustin Martin housing with his long lost ‘twin brother’ Rusty, played by comedian Brett Blake.
The series, which will be running on YouTube, Kayo and Facebook throughout the course of the AFL Season, is set in Dusty’s home and follows the pair as they are forced to live together dressed only in their Bonds trunks due to a broken thermostat.
The six-part series is the latest work from Special Group, which was appointed to Bonds’ creative account in August last year. Since the appointment Special Group has produced an inclusive campaign for its apparel made from sustainable fabrics, the brand’s annual Mardis Gras campaign, and taken the lead on the Bonds Baby Search for 2021.
Kedda Ghazarian, Bonds’ marketing manager, said: “At Bonds, we create comfy undies for all men and these entertaining sitcom episodes are a fantastic way to remind Aussie men what we’re all about. Dustin is a long standing valued member of the Bonds’ family which made him the perfect fit for our first ever content series.”
Martin has been an ambassador of Bonds since 2018 and has appeared in a number of campaigns for the brand.
“To get men to connect with Bonds throughout the AFL season, we decided to use the biggest name in the game, Dustin Martin, in an unexpected way,” said Special Group creative director Toby Moore.
“By pairing him with his little known ‘twin brother’, Rustin Martin, we created The Odd Couple in undies with the help of Max and Broden from the Aunty Donna gang, allowing us to hurl some awesome weirdness at the sports loving Aussie.”
Credits
Creative Agency: Special Group Australia
Founding Partners: Lindsey Evans & Cade Heyde
Strategy Partner: Rebecca Stambanis
CCO & Partner: Julian Schreiber & Tom Martin
Creative Directors: Luke Thompson & Toby Moore
Writers: Broden Kelly, Toby Moore & Luke Thompson
Designer: Adam Shear
General Manager – Melbourne: Paige Prettyman
Business Director: Emma Salmon
Business Manager: Timmi Tsapaliaris
Integrated Producer: Sophie Simmons
Client: Bonds Australia
Head of Marketing: Karen Dwyer (acting) / Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro
Production Company: Hooves
Director: Max Miller
Executive Producer: John Pace
Producer: Giordi Caputo
Director of Photography: Max Walter
Post Production House: Mr Fox
Offline Editor: Andy Stalph
Online Editor: Felicity Stalph
Music Composition & Supervisor: Thomas Armstrong
Sound House: Bang Bang Studios
Producer: Polly McGregor and Holli Dee
Sound Engineer: Sam Hopgood
